Ed Sheeran hides new single in a Snapchat Lens as part of album teaser campaign

Ed Sheeran hides new single in a Snapchat Lens as part of album teaser campaign / Snapchat

Snapchat became a favourite for brands last year and now it would seem Grammy-award winning star Ed Sheeran is looking to kickstart a similar trend for musicians.

The A-Team singer has debuted a 30-second clip of his new single on the messaging app, hiding the song in a Lens overlay. Eagle-eyed fans in the UK first noticed the push in the early hours of Friday (6 January).

As modeled by the man himself (and some sporting members of The Drum's editorial team) the interactive campaign overlays users' Snapchat selfies with a pair of augmented reality sunglasses and surrounds them in shiny multi-coloured lights. If a Snapper has the volume turned up then they will hear snippet of of Sheeran's new hit Shape of You.

Snapchat has yet to comment on how long the campaign will run for.

Sheeran has been teasing his new album, called 'Divide', all week across social, revealing cryptic images on Twitter and sharing lyrics with fans on Facebook.

Snapchat got musical back in December when Sainsbury's unveiled the first ever UK karaoke Snapchat Lens as part of its Christmas campaign which featured the musical stylings of James Corden.

Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering international events like Ad Week Europe, Dmexco and Ciclope.

All by Rebecca